Refrigeration specialist Lec celebrates 70th birthday with a new look
Established refrigeration specialist Lec, is to celebrate its 70th birthday with a new look and a fresh advertising campaign.
Founded in 1942 as the Longford Engineering Company, Lec is now the oldest refrigeration brand in the UK.
As part of the re-brand, which includes a new advertising campaign, photography and website, Lec’s badge will return to its original polished metal format to celebrate the brand’s heritage.
The bold new badge will more prominent on products and has been designed to convey Lec’s brand promise to provide good, honest refrigeration.
The new advertising and imagery is stylish and bold, underpinned by simple messages and a new strapline promising to deliver ‘Pure refrigeration.’
Lec was originally formed by Charles Purley, a fishmonger based in Bognor Regis who was fed up with the high cost of ice, and wanted to develop a refrigeration system to keep his fish cool.
His first refrigerator, made using a C02 compressor, proved so popular that he abandoned fishmongery and was soon making 27 fridges per week. By the late 1940’s Lec was turning out more than 2,000 refrigerators per week, had 90% of the British export market to Canada and was making inroads into America. By 1989 the company was capable of producing up to 3,000 fridges per day and employed nearly 1,900 people.
Acquired in 2005 by Glen Dimplex Home Appliances, the brand has worked hard to regain its market share with the production of affordable, reliable and energy efficient products.
David Garden, Commercial Director for Lec said: “We have worked very hard to get Lec back to a position of strength and I now feel we have right products and pricing. We felt it was time to refresh the brand but were also keen to celebrate Lec’s rich heritage, so our products will now feature a logo with a modern twist on the badge Lec had at the height of its success. Lec was created by Charles Purley to solve a problem, and that’s what our products continue to do today. Our offering is simple: we make good, honest, energy efficient refrigeration products.”
